Progression and MMOs

So many players believe progression is a key element in keeping them in the game, be it leveling up, acquiring better gear, or learning new skills. I believe while progression is something that is important in gaming, it could be done better than using the same 'ol formula. You know what I'm talking about if you played any current MMO that has a level cap, then upon reaching that cap you then proceed on with endgame progression, via raids, PvP battlegrounds, dailies, etc. It seems like ever since WoW came out, other companies try to use the framework of WoW and apply it to their own style, but at the end of the day, it ends being the same thing. I guess you can say this is what I have experienced in past MMOs. I think progression is good for single player games, but MMOs you need a bit more than just progressing to get "uber gear".